In competitive markets, it pays to have (and to cultivate) eccentric tastes, it doesn’t always pay to be logical if everyone else is also being logical. Logic may be a good way to defend and explain a decision, but it is not always a good way to reach one. This is because conventional logic is a straightforward mental process that is equally available to all and will therefore get you to the same place as everyone else. But when choosing things in scarce supply it pays to be eccentric.

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Alchemy

Alchemy

by Rory Sutherland

If you are wholly predictable, people learn to hack you.

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"We do not have full access to the reasons behind our decision-making because, in evolutionary terms, we are better off not knowing; we have evolved to deceive ourselves, in order that we are better at deceiving others".."if all our unconscious motivations were to impinge on our consciousness, subtle cues in our behaviour might reveal our true motivation, which would limit our social and reproductive prospects"

Our decision making (non mathematical kind) is largely driven by feelings and comes with attached post rationalisations.

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The advertisements which bees find useful are flowers – and if you think about it, a flower is simply a weed with an advertising budget.

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